Starbucks Adds Voice-Based Ordering Service

Almost one year after their partnership with Ford was announced on proposing an in-car voice-based service, Starbucks Korea is rolling out a new voice ordering and payment feature. They have been relying on Alexa already, and are now using Samsung’s smart assistant Bixby also, allowing their customers to order their drinks ahead.

This service is proposed in partnership with Shinsegae Group and comes as an extension for “Starbucks Siren Order”, a mobile-based ordering service which would account for 20% of transactions at peak time for Starbucks.

Bixby would allow “My Starbucks Rewards” customers to order and pay through voice recognition. Customers who haven’t yet registered will be prompted to join this program to place their orders. They may then be able to intuitively interact with the service, as if talking to a barista. Once their order submitted, they just have to pick up their drinks at the nearest Starbucks location.

Starbucks Korea stands out as the first retail chain to include Samsung’s AI-based assistant (on select Samsung Galaxy devices). Other partnerships could soon see the day and Samsung even claimed that more than 800 companies are testing Bixby’s SDK.

Comments – More digital services for Starbucks

Besides their in-car ordering option, in December 2016 the group introduced “My Starbucks Barista”, enabling customers to place orders using a voice-based system on their phone. This solution was then ported to Amazon Alexa so customers could rely on this assistant for their orders and even customise them using AI technology. Through their partnership with Bixby, Starbucks intends to rely on additional Click & Collect formats to further streamline customer processes.

Also, by way of considering behavioural changes, even if Starbucks’ CEO claimed they were not planning to launch their own crypto-currency, they are testing a cashless store in downtown Seattle.

Just like Starbucks, other retailers –including the largest ones– are focusing on voice-based ordering services. Walmart, for instance, partnered with Google to craft a voice-based shopping experience. And Target has an agreement in place with Google for their newly introduced voice-activated coupons. This all shows that voice-based ordering options are fast gaining grounds.